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In matters of branding, the focus is often on desired perceptions of a company, of its products and services. In other words, how we want our brand to be seen in the eyes of our customers. But how often don't the expectations of these perceived notions fall short?

Brands must be based in reality

The truth is that a brand cannot simply be what you want it to be without it being based in something that's true and realistic. What will drive that truth is the identification of the people who work to keep the machine moving. It is forgotten in many branding cases, but the importance and power of internal branding and how it will drive the brand experience for your customers should not be underestimated.

If we look at Apple or Google for example, both companies use technology, design and even architecture to create a workplace environment where innovation is at the core of all activity.

Source: businessinsider.com.au

This slide is only one of the architectural features that sets the Google head office apart from most workplaces.

At Google and Apple internal brand is a powerhouse that encourages their employees to communicate, collaborate and create, a dedication that translates to their customers and works to reinforce value in their experiences.

Let your culture reflect your product 

The reason that both these brands feel genuine is the perceived similarities between the products and services they create and their internal culture. Their workplace is seen as a creative playground, so it's only natural that the products they create are fun and innovative.

One example is the Apple "Think Different" campaign from 1997. The company's slogan, used between 1997 and 2002, wasn't only reflected in this ad campaign, showing a range of people who have changed the world in various ways by thinking different. It's reflected all the way to the core of Apple as inventors of products that are truly different from their competitors'. As a company grows, it becomes more apparent how important it is to remain truthful to the internal brand.

Source: brandingstrategyinsider.com

If we think about the brands that are successful, they all carry characteristics that are communicated through their language and imagery. But it is our experiences with their products and services - both of which require a dedicated workforce to deliver - that really cement the story. When considering how your brand is going to be perceived by your customers, it would be wise to first consider the people that are going to deliver it for you, most importantly, listen to them and make sure you share the same vision.